New Eurostar Sculptural Logo

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Eurostar, the high speed train service that runs between London and greater Europe, is getting an ambitious new logo and identity system courtesy of London-based SomeOne.

eurostar-logo

 

At the core of the Eurostar rebrand is a three dimensional logo based on an actual sculpture originally designed in CAD program Maya, then built as a physical 3 meter prototype.

eurostar-logo

Custom pictograms were developed to help guide international passengers on the service.

eurostar-pictograms

A custom typeface was created to complement the visual identity.

eurostar-typeface

The Verdict

As a 3D sculpture there is no doubt that logo looks very impressive. I’m just not sure that it works well in applied to a flat surface. While I think the logo stops short of being tacky, the 3D effects are certainly something I am uncomfortable with.

With that said however, with many identity systems, sometimes you need to see them up-close and personal to gain a full appreciation. While it may seem like a bit of a cop-out, I have a feeling this could be one of those cases.

SomeOne, led by its co-founder Simon Manchip, are intent on pushing the boundaries of visual identity design through rebranding projects like this one. At worst the new Eurostar identity is bold and ambitious, and that is something I can’t help but admire.

More here:

Eurostar – Identity Designed

Eurostar’s sculptural new identity – Creative Review

Eurostar’s Swoopy, 3-D Logo Reflects Big Ambitions – Fast Co Design

  • Anonymous

    Ummm…this looks like a logo they would have had in the late-80s/early-90s. WHAT is up with the faux three-dimensional nonsense? Oh yeah, they’re “pushing the boundaries of visual identities” alright — right back to the past when we were all still pondering what in fact this newfangled entity was called ‘Internet’. FAIL. Make like the Gap and go back Jack!

    • http://www.logobird.com Duane Kinsey

      I agree that this rebrand is not for everyone. I’m still not sure about it myself.

      What I do respect however is that amount of work that SomeOne puts into the creative process and development of such identities. When was the last time you heard of a design studio prototyping a 3 meter sculpture to present to a client?

      Whether or not this project is hit or miss, you can’t help but to admire their ambition.

  • http://twitter.com/BillSKenney Bill S Kenney

    I am very interested to see how it will play out in the print collateral as well. I have to agree with you in the fact that I am not sure I could push the boundary that far I do admire them doing so.

    • http://www.logobird.com Duane Kinsey

      I am looking forward to the print collateral as well Bill. SomeOne gets +1 for sheer balls in my book.

      • http://twitter.com/BillSKenney Bill S Kenney

        it will be interesting either way right :) disaster or major win…

  • http://www.facebook.com/gerrysuchy Gerry Suchy

    The initial response I had upon first seeing this was, it’s a big and bold logo for an email marketing company. I would imagine though if you’ve come to know eurostar as a european train traveler it’s more engaging especially since they have maintained the essential letterform of the “e” from the old mark. You have to admit it does flow and it looks fast and perhaps that’s the point. Is it iconic, too soon to tell. Here are a few more train marks from America and the old eurostar. You can tell I’m not too busy this afternoon. http://bit.ly/gApJ0h

    • http://www.logobird.com Duane Kinsey

      Thanks for putting that together Gerry. My first impression is that those static logos look so boring compared to Eurostar’s new identity. I think it is important to view the new logo in the context of the overall brand identity system and not just as a static mark. That where I think it succeeds.

      However, I will reserve my final judgment until I see the new identity system in person.

  • http://twitter.com/EspenIrgens Espen Irgens

    Green signalling an occupied lavatory? For real?

  • Pingback: Eurostar rebrands – suppose I’ll get used to it | Forex()

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